SHANGHAI, April 19,
2024 /PRNewswire/ -- On April
19th, during the Shanghai F1 Grand Prix, Zhou Guanyu made his
eagerly awaited home debut at the Shanghai International Circuit.
As China's first and currently
only F1 driver, Guanyu's popularity rivals that of superstar
drivers, and his presence at this event has garnered significant
attention. The F1 Grand Prix - one of the world's top three
sporting events - returns to Shanghai after a five-year hiatus. This year
also marks the 20th anniversary of the F1 Chinese Grand
Prix. Shanghai has made extensive
preparations for this event, and official tickets were immediately
sold out upon release, confirming the event's popularity among
Chinese F1 fans.
The popularity of this once "niche" F1 race has surged in
China, especially when Zhou Guanyu
races in his hometown. As soon as the race was announced, it caused
a stir on Chinese social media. As the only Chinese driver to
qualify for Formula 1 thus far and the first Chinese driver ever to
score on his Formula 1 debut, the opportunity to race in the Grand
Prix in his hometown holds special meaning for the driver as well
as the Chinese audience. Zhou Guanyu's achievement marks a
watershed moment in Chinese racing history, with a young Chinese
face ranking among the 20 greatest drivers on the planet.
The first Chinese F1 driver has gained significant sway not only
within China but also overseas.
Every race Zhou Guanyu has competed in has seen many Chinese and
foreign fans turn out in droves to support him. Undoubtedly, the
influence of the rising Chinese star in the world arena is
progressively growing with the return of the Chinese Grand Prix, a
racing event with a huge global reach.
Since Zhou Guanyu became China's first F1 driver, both F1 and his
popularity in China have surged,
and all connected content has become the center of attention. Zhou
Guanyu's debut in China behind the
wheel of a C44 has attracted attention, particularly with the
presence of Chinese sponsor AMBPOMIAL prominently displayed on the
car.
AMBPOMIAL, launched by Yili Group, ranks No.1 among China's high-end yogurt brands. With the dual
distinction of being "first" in their fields, AMBPOMIAL and Zhou
Guanyu began their story as early as 2022 when AMBPOMIAL officially
announced Zhou Guanyu as the brand's ambassador. Zhou Guanyu's
spirit of adventure, embodied in his early training abroad and
competitive spirit in the world's top-speed races, has enabled this
young Chinese driver to break through all the way, set new records,
and carve out his own legend on the racetrack. The partnership was
a natural fit, with AMBPOMIAL's brand innovation concepts being
well-suited to Zhou Guanyu's youthful, energetic, and adventurous
persona.
AMBPOMIAL continues to make technological breakthroughs in the
field of yogurt products. In 2023, it launched the industry's first
room-temperature yogurt with active probiotics. AMBPOMIAL's
innovation in the field of room-temperature probiotic yogurt has
expanded the market for yogurt, mirroring its spokesperson Zhou
Guanyu's breakthrough from zero to one as a Chinese F1 driver.
With the race in full swing, F1 has become synonymous with
Shanghai, transforming the city
into a massive marketing platform. AMBPOMIAL launched an extensive
marketing campaign for the event, including the launch of the
co-branded product with Stake F1 Team KICK Sauber and a large-scale
ticket giveaway campaign. These events received an overwhelming
social media response, enticing many F1 fans and consumers to
participate. This highly commercialized top-level race worldwide is
gaining popularity among Chinese fans. Among them are avid fans who
have ardently followed the race for decades, crossing numerous time
zones to see the event live, as well as young viewers who are
wildly passionate about F1. AMBPOMIAL has done an excellent job of
extending the brand's consumer base, reaching out to Chinese F1
fans, and getting closer to becoming a household name among younger
consumers through a range of consumer activities.
As a leading brand in China's
yogurt industry, AMBPOMIAL's foray into motorsports reflects its
unique strategic vision, leading the way in sports advertising for
the yogurt sector. AMBPOMIAL is also Stake F1 Team KICK Sauber's
sponsor, evidenced by the brand's prominent placement on the C44
body and tires. By signing China's
first F1 driver, Zhou Guanyu, AMBPOMIAL is solidifying its brand
influence in the motorsports industry, forging a closer bond with
the younger consumer base, and promoting a new, healthier
lifestyle.
As the Shanghai F1 Grand Prix
unfolds, Zhou Guanyu's adventurous journey continues. AMBPOMIAL and
Zhou Guanyu epitomize the spirit of adventure, pushing boundaries
and setting new "firsts" in their respective fields. AMBPOMIAL's
partnership with Zhou Guanyu enters its third year in 2024, while
its partnership with Stake F1 Team KICK Sauber enters its sixth
year, having begun in 2019 with the brand's logo appearing on the
team's cars. We believe that by working together more closely, we
can spread this spirit to more Chinese consumers. With
increased attention and support, we believe that motorsports will
also become more popular in China.
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SOURCE AMBPOMIAL